public relations

1. SALES
PROMOTION, PROMOTION
AL MIX,PUBLIC
RELATIONS, PUBLICITY &
SPONSORSHIP

2. Sales Promotion
Def- Sales promotion comprises a range of
tactical marketing techniques designed
within a strategic marketing framework
to add value to a product or service in
order to achieve specific sales and
marketing objectives

3. Techniques utilized for sales
promotion
 Gifts
 Coupons
 Contests
 Lucky draws
 Free sample

4. Types of sales promotion
 General nature- e.g. short term value
gain
 Very targeted- e.g. gain trial among
women about their fashion concerns

5. Objectives of Sales
Promotion
 Increasing sales or business volume
 Increasing trial orders
 Increasing repeat purchase
 Increasing product or brand loyalty
 Widening product or brand usage
 Creating interest
 Creating awareness
 Deflecting attention from the price
 Gaining intermediary support
 Gaining display

6. Increasing sales or business
volume
 Short term strategy used during the lean
period or off session
 Can also be for clearing old stock
 Can be used in new areas or for new
products
 This exercise brings in additional
marginal buyers who may or may not go
for repeat purchase

7. Increasing Trial
 Can be effective for bringing in extra volume from
new customers
 Potential customers have to be influenced to
purchase by the following methods:
 Providing free sample or trial coupon
 Additional benefits so that your product or service
appears to be superior than competitor's product or
service
 Short- term financial benefits such as price discount
or credit facility
 Appealing sophisticated & educated buyers with
creative & imaginative exercise like quiz contest or
identification of photograph of players, film stars etc

8. Increasing repeat purchase
 Extra benefits can be coupons on the
product giving discount on the next
purchase or specific incentives for
multiple purchases or it can be
collectors promotion for example collect
few specified empty caps for which the
buyer can exchange & get a gift for it.

9. Increasing Loyalty
Loyalty promotions are designed to
achieve a high level of personal
identification with company’s product &
services. There are number of sales
promotion techniques offered fro
retaining loyalty:
 Long term collector’s promotion
 Clubs where people can join

10. Public Relations
Def: It can be defined as a the process of
communication by providing favorable
information of a product/company to the
public, it includes positive guest
relations, publicity

11. Public Relations
 Rank second in importance after personal
selling
 They can be used very effectively to reach
the most influential people
 The impact of these influential people is
much higher in developed countries
 Once press release is given marketer
looses control over it
 Best media and editors must be identified
for this kind of promotion

12. Public Relations
 Usually are planned out by the marketer
 Marketer looses control once the press
release is done

13. Publicity
Def- Publicity is defined as any unpaid
form of presentation of news and reports
in any media used by potential
customers as to obtain gains in its
business & marketing objectives

14. Features of Publicity
 Publicity is a part of the public relations
 Publicity supports advertising, lending
credibility with unbiased third party
mentions and endorsements.
 Publicity can be unplanned, such as when
a celebrity visits your establishment and
talks to media persons about his stay
 Planned publicity such as getting the word
about expansions and special programs, is
more likely to promote your firm in positive
ways

15. Developing promotional
materials
Several types of promotional materials are
typically used in conjunction with public
relations and publicity campaigns. Press kit
includes :
 A letter of introduction
 A summary sheet
 A basic news release
 Photographs
 Biographies and photographs of key
personnel
 News clippings
 Advertising materials

16. Types of publicity
 News release- a news story about a
special event, a celebrity guest, a new
promotional program, or another
interesting topic sent to the news media
 Travel writers- another way to
encourage publicity is to invite travel
writers to the “hotel establishment”